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Packaging Design

Packaging design in many case is seen as the last piece in a puzzle and can be neglected as a result. The pressures of getting products designed, manufactured out to market can mean the packaging design is overlooked. It should obviously be one of the first elements looked at as it is the main component in delivering the product to the consumer and a successful Package design must deliver on many different levels. It needs to attract the consumer, educate, wrap and protect an item. In short, it needs to be the complete package! To attract the consumer, packaging design needs to put across a clear message and communicate the key points of the product. Effective packaging design can be the difference between high and low sales it is as simple as that. It needs to stand out from all the other competition, to leap off the shelf at potential buyers, but the design will also be legally required to display product information so clarity is essential, as this needs to be easily understood at the point of purchase so that the consumer can make an informed decision.

Packaging tips

• 1.Consider packaging design as early as possible - Look at competition if there are any to maximize a point of difference. Developing an improved or new solution could give your product that edge to be a massive success


• 2.Keep it simple & cost-effective - Packaging needs to deliver on many physical levels ie) protection, preservation,contain and research into alternative materials which can deliver all these at a cost effective price. The more complex a pack is then the higher its manufacturering cost will be, so keep things simple.


• 3. Think about market position & branding - Research the target market and understand who will buy your product. The design and appearance must appeal to and attract these customers. It may also require additional thought on Point of sale (POS) material, this may be required before store buyers will talk to you.


• 4. Where is the product to be sold - Selling the product in store on a shelf would require good visual impact to attract customers, where as if the majority of sales are over the web then transit packaging and protection are a priority.


• 5. Manufacturing & production constraints - Ensure you know how the packaging is going to be filled by machine or hand as there are many factors to be considered within these processes.


• 6. Environmental impact - Trading standards have laid down "producer requirements" prohibiting over packaging so seek advice before mass production. Also try and use materials which are easy to recycle as these are all things a consumer will be looking for when inspecting your packaging.


• 7. Information & Communication - All information text and imagery has to follow legal requirements for its relative sector. Information has to be factual and easily understood. Check minimum font sizes to ensure it is easy and clear to read.


• 8. Copyright - If you have a packaging design which is innovative in design or bespoke in shape, branding, use of colours you may want to consider talking to a patent attorney and look into some protection and trademarking the packaging. This will obviously protect you against other parties copying your designs.

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